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Light-colored tires, brown leather saddle: the Serial 1 prototype is supposed to be reminiscent of early Harley machines
Photo: Serial 1
Driving towards the horizon on a motorcycle, accompanied by the bubbling of the engine - Harley-Davidson embodies this attitude to life like no other brand.
However, the power of this image has waned and Harley's customers are getting older.
The motorcycle pioneer defies the trend and relies on electric drives - not only for motorcycles.
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The manufacturer from the US city of Milwaukee is now launching a brand for bicycles with electric assistance, called Serial 1 Cycle Company, together with partners.
The first bikes are due to hit the market in spring 2021.
E-bike market should continue to grow
"When Harley-Davidson first designed a two-wheel drive in 1903, it permanently changed the way the world moved," says Aaron Frank, Brand Director of Serial 1. This is also reflected in the brand name.
It is reminiscent of the "Serial Number One", the oldest known Harley motorcycle.
The brown saddle and the light-colored tires of the pedelec also remind some of the famous ancestors.
In bicycles, the power of the electric drive is transmitted via toothed belt, as is typical for Harley-Davidson.
The manufacturer has not yet published any technical details of the prototype or a price list.
Bringing an e-bike onto the market looks very promising because the class is booming.
According to industry newcomer Serial 1, the global e-bike market was estimated at $ 15 billion in 2019.
Between 2020 and 2025 it is expected to grow by more than six percent annually.
At the same time, cycling increased sharply in many places during the corona pandemic.
Several motorcycle manufacturers are trying to get a piece of the market.
Competitor Ducati also has an e-bike on offer.
Parent company Harley-Davidson is also moving a little further away from US President Donald Trump with the establishment of Serial 1.
He once praised the motorcycle manufacturer as the epitome of "Made in America".
Because of the trade dispute forced by Trump, Harley-Davidson relocated part of the production from the USA in order to avoid higher prices for customers in Europe.
Trump then raged that he was surprised "that Harley-Davidson is the first of all companies to hoist the white flag".
The Serial 1 is unlikely to help repair this crack.
Especially since Trump proudly declared in August after competitor Joe Biden was seen on TV on the bike that he would "never ride a bike".
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